Driven by a passion for collectible figures like Labubu and ball-jointed dolls, China's youth are
creating a multi-million dollar market for miniature fashion and accessories,
reflecting a powerful new wave of emotional consumption.
BEIJING – A boom in the "doll economy" is sweeping China, led by the nation's Gen Z and their passion for collectible figures like Labubu and highly customizable ball-jointed dolls. What was once a niche hobby has transformed into
a thriving industry, influencing fashion trends and generating millions in
revenue.
The trend is exemplified by collectors like
Clementine Kai, 21, who admits to spending over 3,000 yuan on clothing for her
dolls, despite having a monthly allowance of just 2,000 yuan. "A single
doll outfit can cost between 300 and 500 yuan, which is more than I spend on my
own clothes," she explained.
Data from Chinese e-commerce platforms
underscores the scale of this phenomenon. Sales of doll apparel surged by 117%
in 2024. During the country's massive "618" shopping festival, transactions in the category jumped by more than
50%, with women accounting for 80% of all purchases, according to a report by
SCMP.
A study by the Lingzi Institute confirmed that Gen Z—those born between 1995 and 2009—already
represents 40% of all consumption in China. Their economic contribution is
projected to quadruple by 2035, reaching 16 trillion yuan. The report
identifies "pleasure and emotional value" as the primary drivers
behind this spending.
The obsession extends beyond clothing to
include intricate accessories like miniature belts, necklaces, and handbags,
some designed with magnetic clasps for ease of use. Many young collectors treat
their dolls as if they were real children, traveling with them and
photographing them in various settings.
The industrial impact has been significant.
Several factories in Shandong province have pivoted from producing adult
clothing to manufacturing high-end doll fashion. The export market to Southeast
Asia, Japan, and South Korea is also flourishing, with demand tripling in
recent years. Independent designers, like Li Junqi, who creates miniature Hanfu (traditional Chinese clothing) outfits, note the
high level of skill required. "Preparing a single set takes more than four
hours due to the small scale," Li said.
While centered in China, the trend is part of a
global movement. Economic reports indicate the worldwide market for
"fashion toys" grew from $20.3 billion in 2020 to $41.8 billion in
2024, with projections expecting it to reach $52 billion in 2025.
This passion among China's Gen Z has not only sparked a new fashion wave but has
also launched a burgeoning economy where play, investment, and cultural
identity intersect.
